Brand Curators, founded in 2020 in New York, represents a new type of creator representation that refuses to be confined by traditional agency classifications – instead focusing on what founder Tiffany “Tiff” Knighten calls “creatorpreneurs” and their needs in the creator economy.

“I wouldn’t just classify us as PR or talent management,” explains Tiffany. “When I first started, it was hard to compare myself to other agencies and those traditional boxes. I had to put my blinders on and trust my vision, which is rooted in mission-driven values.”

Brand Curators emerged from Tiffany’s background spanning PR, integrated marketing, and early creator economy work. While at Viacom a decade ago, one of her first tasks involved creating a list of YouTubers to invite to the MTV Video Music Awards red carpet, something unexpected at the time.

“This was 10 years ago, and it wasn’t normal,” Tiffany recalls. “People were like, ‘Why are YouTubers there?’ But it changed the structure of red carpets.”

After building her career through roles at NASDAQ, various PR agencies, and non-profits, Tiffany identified a critical gap between creators and the brands they worked with. The turning point came while helping an early creator client whose audience was skyrocketing, but who received insulting compensation offers.

“Brands were asking her to make 10 videos for $200,” Tiffany says. “She put so much work into her brand and had so much potential, but these brands had no idea how to work with creators.”

This realization sparked what became a core mission: “I felt like I needed to be a defender; I had to look at what creators were facing and step in to advocate for them.”

Instead of accepting industry norms, Tiffany launched Brand Curators during the pandemic, initially as a side project before committing to it full-time in 2021. “I gave myself eight weeks to connect with my network and see if there was interest. The overwhelming response pushed me to take the leap.”

The ‘Build, Amplify, Monetize’ Framework

Brand Curators employs a creator-centered methodology that adapts to different growth stages rather than forcing creators into predetermined service packages. “We have a model that categorizes build, amplify, monetize,” Tiffany explains. “Some full-service packages include all three, but we also break it down for those not ready for the full scope.”

The “build” phase focuses on establishing solid brand foundations. “We help them develop their messaging, figure out their audience, define their pillars, and position themselves in their digital footprint,” says Tiffany. Her team provides brand audits, feedback on digital presence, and ensures creators have sufficient search engine optimization visibility for potential partnerships.

For amplification, Tiffany emphasizes podcast appearances over traditional media placements. “Media has changed, and while people want The New York Times or Forbes, podcasts allow you to tell your story in depth. People can hear your voice, understand your journey, and connect in ways a quote can’t.”

The monetization phase involves strategic brand partnerships that prioritize the creator’s success. “If a brand prioritizes one deliverable, make sure it works for the creator too,” Tiffany advises.

This integrated framework has earned Brand Curators recognition as both a top creator economy agency and a top PR agency by PR Net.

The ‘Creatorpreneur’ Advantage

Central to Brand Curators’ approach is its focus on Tiffany’s “creatorpreneurs,” i.e., individuals who blend creative content production with strategic business acumen.

“All of our creators have this hybrid sense of being creative, but also strategic,” says Tiffany. “We represent Jayde Powell, a LinkedIn influencer who’s killing it. She has vision, and she’s a creative director and social strategist.”

This specialization creates unique value for brands seeking partnerships that go beyond surface-level engagement. “Brands love that they get both sides of the coin,” Tiffany explains. “Tameka Bazile and Brianna Doe also have that ‘creatorpreneur’ mentality. We specialize in representing ‘creatorpreneurs.'”

Beyond individual creators, Brand Curators represents organizations looking to better connect with the creator economy, including Collective Voice, a Rakuten-owned creator monetization platform. “They’re all about helping creators monetize,” Tiffany says. “They’re doing amazing programs, and their values align closely with ours. They offer amazing opportunities for creators, such as the Creator-in-Residence program, a first-of-its-kind initiative that embeds creator expertise directly into education, product development, and community engagement.” 

Transforming Brand-Creator Relationships

Brand Curators has reimagined how creator-brand partnerships function by emphasizing relationship development over transactional engagements. Their collaborative approach to campaign development starts with brand briefs, but extends far beyond them.

“We have a standard starting point based on client goals,” explains Tiffany. “We take that back, brainstorm, and think about long-term goals to bake into the proposal.”

This methodology is seen in action in a recent campaign with HubSpot at their Inbound 2025 conference for Jayde Powell. After nurturing the relationship through smaller campaigns, they secured a wide-ranging partnership that included panel moderation, content creation, and newsletter collaboration.

“It was successful because rapport and clear communication go a long way,” Tiffany says. “They’re open-minded and always listen to my creators’ ideas. They’re very respectful of creators’ needs.”

She describes the process as “like dating; testing the waters and seeing how you connect. Now it feels like a real relationship that’s reciprocal and respectful.”

More Than Followers

Brand Curators has also developed a more nuanced approach to evaluating creator value, one that looks beyond surface metrics to focus on engagement quality and audience alignment.

“We need to get away from follower count,” Tiffany emphasizes. “People buy followers all the time. Instead, look at the discourse, the comments, and how that aligns with your brand.”

This perspective challenges brands to consider creators with smaller but highly engaged audiences who may deliver better results than those with large, but disengaged followings.

For emerging creators, Tiffany stresses the importance of brand basics: “I constantly run audits and see missing calls to action or no clear link to a website. From the hiring side, I need basic information I can’t find.”

Building Community Beyond Representation

What further distinguishes Brand Curators is its commitment to building community within the creator economy – not just representing clients, but fostering connections among creators.

“Building community means coming together,” Tiffany says. “We maintain relationships, understand people’s needs, and figure out how to build around them.”

The agency hosts community events that bring together clients and creators, creating opportunities for collaboration and mutual support. Recently, Brand Curators partnered with The Wishly Group to offer the KD Wishly Scholarship, providing resources and mentorship to LinkedIn creators just starting out.

“We’re offering our services as part of that scholarship for free, to give them basic foundations,” says Tiffany. “I don’t gatekeep knowledge or success. I want my network accessible for whatever they’re building next.”

Predictions for Creator Representation

As Brand Curators continues to grow, Tiffany foresees significant changes in how creators and brands interact, with her hybrid model well-positioned to lead this shift. “I think the lines between B2B [Business to Business] and B2C [Business to Consumer] will blur more,” she predicts for 2026. “A lot of our creators are on LinkedIn, working with B2B brands, but they’re multifaceted beyond products and innovation.”

She also anticipates more PR agencies entering creator representation: “There’s a lot of alignment. Many already work with talent and handle bookings like agents.”

While keeping specifics under wraps, Tiffany hints at upcoming developments. “We’re working on something that will let us serve more creators better: fully combining talent management and PR on a wider scale.”

Beyond client services, Brand Curators is developing resources for the broader creator community. “We’re constantly building resources,” says Tiffany. “Data, access, tools to help creators grow, sustain, and avoid burnout. We’re working with organizations to make these available, not for profit, but for access.”

By reimagining what an agency can be in the creator economy, Brand Curators is on a mission to help creators seeking representation that understands their unique challenges and opportunities. “We’re continuing to help creators build their businesses,” Tiffany concludes.

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